Keep the Type of Customers in Mind
Is it the local market you are targeting or a global audience? Is your product aimed at a younger audience? Is it the retired people you want to sell your products to? Or is it the kids? What women prefer may not be preferred by men. If it’s the global market you are aiming for, your brand better appeal to a global audience. Your brand building should take in to account all these factors in as much detail as possible.
A realtor aiming to sell to high end customers can improve his brand value by joining a golf club. Moving his residence or office to a posh locality will also be a correct step in this direction.
Everything that You Do Adds to Your Personal Brand
Or reduces your brand value depending on what you are doing. The friends you keep, the car you drive, the house you live in, your spouse, your kids, the bar you visit, your hobbies, the kind of food you eat, the way you dress up, even the kind of jokes you love telling – all these determine your brand value. Isn’t this true?
You may not be aware, but people make a note about you with their short attention spans. They do not have the time to sit and analyze you unless they have serious business with you. So whatever is loud and apparently visible or heard about you becomes your brand. Dine in posh restaurants, drive trendy sports cars, and be seen in ‘invitees only’ cultural programs – you will be viewed as an upper class person and attract similar people.
Be careful of what you do – everything that you do will strengthen or weaken your personal brand.
Add Humor to Your Brand
There is no reason why people should be gravely serious when it comes to business. If there is anything that needs humor today, it is the world of business.
By adding humor to your personal brand you will be able to connect with people on a more immediate and emotional level. Humor relaxes people and makes them feel better about themselves. When a brand is more about image; humor can create a relaxed and trendy image. We will have a detailed discussion about the use of humor in brands in chapter: 4.
Have Clarity
State in no ambiguous terms what your brand is about. The message that you are communicating through your brand should be crystal clear. People should get no confusing messages. This will help people working for you to have a clear focus on what the goal is. The message that is sent out to customers and the messages sent in to workers must be in sync. As Rueben Mark, the chief executive of Colgate-Palmolive aptly points out, “Clarity in communications is also vital. You can’t expect people to do what you want them to do and to get better each day unless there is clarity.”
Dwell on Brighter Things
Try and avoid brand images that are shocking, morose, and depressing. Remember that brand images that are lively, colorful, humorous, and noble find easy acceptability. Popular brands are brighter. Both their logo designs and brand images are lively. The colors of super brands are bright and appealing.
Popular brands also stand for higher things and basic values in life. They set higher standards. They exhort people to excel, glorify victory, learn from losses, and remind us to enjoy life.
Keep It Short
Remember that the average modern attention span is notoriously short. Paucity of time is one reason and lot of distractions is the other. All the commercials these days are therefore of a few seconds’ duration. Actually, a single word should be able to describe a brand. The moment that particular word is mentioned people should recall your brand. The tag line should be conveying the brand message and philosophy in just a couple of words. Your message should be short and strong.
If you read the “mission” or “vision” statements of corporations they are full of repetitive things. You read the entire thing and then you will effortlessly forget or form some vague idea as to what their vision really is. The reader usually is just looking for a few sentences out of which he is going to remember a few key phrases. So keep your vision statements brief and tag lines short. The days of long winded statements are gone. Keep it short, catchy and creative.
Take Your Brand to the World
It just doesn’t help to create a new brand. The logo and the tag line that you have created need to be introduced to the world. Announce the creation of your brand. Take your brand to the world. Advertise in the media about your brand. Put up billboards, distribute fliers, buy TV spots, and go to the Internet to http://www.free-press-release.com to post free press releases. Herald the arrival of your brand.
Doug Dvorak is the CEO of DMG Inc., a worldwide organization that assists clients with productivity training,personal branding and workshops, as well as other aspects of sales and marketing management. Mr. Dvorak’s clients are characterized as Fortune 1000 companies, small to medium businesses, civic organizations and service businesses. Mr. Dvorak has earned an international reputation for his powerful educational methods and motivational techniques, as well as his experience in all levels of business, corporate education and success training.
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